Loss Aversion is a pervasive phenomenon in human decision making under risk and uncertainty, according to which people are more sensitive to losses than gains. This phenomenon of escaping a losing position is known as loss aversion. Loss aversion can be explained by the way people view the value of consequences. It plays a crucial role in Prospect Theory (Tversky and Kahneman, 1974)53, and (Tversky and Kahneman, 1992). The desire to avoid a loss IMPROVES even a professional’s performance. It’s no surprise that consumers are beginning to look at these trigger words as noise. But for years now, marketers have been using these words to trigger responses from buyers. Kahneman & Tversky's (1979) prospect theory identified loss aversion as way to explain how people assess decisions under uncertainty. Some play safe and avoid changes to protect their business from market loss or any disaster. Buying a car or committing to a mortgage stand out as major, energy-draining decisions. Loss aversion can also help your business keep existing customers. Most people will behave so that they minimize losses because losses loom larger than gains, even though the probability of those losses is tiny. Specifically, the value of a certain consequence is not seen in terms of its absolute magnitude but in terms of changes compared with a reference point. Not to mention choosing a career. Decision-making is hard business. As one of our automated responses in behavioral economics, loss aversion facilitates decision-making, by leading us to avoid losses at all costs. Theoretical Explanation of Loss Aversion. If you ask new investors to invest in the equity market , the first response they will give is this – “No, I don’t want to fall prey to the losses of the equity market.” Fear of loss has a way of immobilizing people. Even if we aren’t professional golfers, or astute physicians, the majority of us are affected by loss aversion. The classic example of loss aversion comes from a casino. Loss aversion bias expresses the one-liner – “the pain of losses is twice as much as the pleasure of gains.” As an example, we can talk about a phenomenon we see among investors. Defining ‘Loss Aversion’ People are reluctant to lose or give up something, even if it means gaining something better. Framing the windows in terms of loss aversion is a powerful way to change people’s behaviour. This reference point is variable and can be, for example, the status quo. You Throw Good Money After Bad. A typical financial example is in investor’s difficulty to realize losses. Instead, the pain and regret of the lost money will cause them to bet more in hopes of coming out on top. Peoples loss aversion is stronger when they are losing something than gaining. Rather than say ‘save £300’ a year by changing your windows. As the old saying goes, “A bird in the hand is worth two in the bush.” Loss aversion is the reason we see phrases like “last chance” or “hurry” in marketing campaigns so often. Some common examples include: Holding onto a losing stock investment; Refusing to sell a home with a mortgage substantially above its market value Judith Rawnsley, who worked for Barings Bank and later wrote a book about the Leeson case, proffered three explanations for Leeson’s behavior once the losses had started to pile up: 1) Leeson’s loss aversion stemmed from his fear of failure and humiliation; 2) his ego and greed were exacerbated by the macho trading environment in which he operated; 3) he suffered from common distortions in thinking patterns … For example, in his recent address at the 71st CFA Institute Annual Conference, Kahneman stated that loss aversion causes investors to overweight losses relative to gains and therefore leads to flawed investment decision making. The pain of losing also explains why, when gambling, winning $100 and then losing $80 feels like a … To explain loss aversion, behavioral economists rely on a model, developed in 1979, called prospect theory. People who lose money on a bet are unlikely to give up, collect their things and head home. Instead say: … Investors become irrationally risk averse and overly fearful. Loss Aversion.